Whilst search engines are making great strides to achieve gold standards in error free voice search recognition there are still a number of challenges. We look at some of them here and seek to understand how we may adapt to optimise for them. Thanks to Enrique Alfonseca, the Google Conversational Research Team, ESSIR Barcelona for the great learnings and education.
Voice Search and Conversation Action Assistive Systems - Challenges & Opportu...Dawn Anderson MSc DigM
We are headed to the age of assistive task driven search where the user needs help to 'do' things as well as learn things. Smart speakers, mobile phones, assistive systems and conversational search and action devices are where the buck is headed for now. Where are we at in this wave? What are the challenges? What are the opportunities right now? Here we look at some of the ways we can start to prepare our tactics and strategy to be pioneering search marketers with conversation search and conversation action.
The Iceberg Approach - Power from what lies beneath in SEO for a mobile-first...Dawn Anderson MSc DigM
In a mobile-first world, with time-poor users, research crazy and mainly browsing with one eye and one hand, we need to consider a few new approaches to SEO. Information overload is all around. We need to think about how we can maintain relevance with less in some cases. We need to consider the Iceberg Theory and simultaneously consider the Iceberg Syndrome as well as placement position in user view for content and links
How is mobile technology and search engine tuning evolving to meet the needs of users? Here we look at recent developments in research, implementations by search engines, and how to look at reach users can adapt their strategies to take into account these next-level changes.
Talk from Tech SEO Boost 2019 by Dawn Anderson on the move to the just in time predictive personalised search experience for search engines and users. Exploring recommender systems, collaborative filtering, temporal and location based queries and the rise of predictive, personal dynamic search. Exploring the work of information retrieval researchers and Google Discover.
Presented at EuroIA17, September 2017; World IA Day NYC, February 2017; Interact, October 2016 (London, UK); earlier versions in 2014 at UXPA Boston (Boston, MA, USA); in 2013 at Interaction S.A. (Recife, Brasil), Intuit (Mountain View, CA, USA), Designers + Geeks (New York, USA); in 2012 at UX Russia (Moscow, Russia), UX Hong Kong (Hong Kong, China), WebVisions NYC (New York, NY, USA); in 2011 at the IA Summit (Denver, CO, USA), UX-LX (Lisbon, Portugal), Love at First Website (Portland, OR, USA).
This is something of a successor to my talk "Marrying Web Analytics and User Experience" (http://is.gd/vK34zS)
Bearish SEO: Defining the User Experience for Google’s Panda Search LandscapeMarianne Sweeny
The search sun shifted in March 2011 when Google started rolling out the beginning of the Panda update. Instead of using the famous PageRank, a link-based relevance calculation, Panda rests on a machine interpretation of user experience to decide which sites are most relevant to a searchers quest for knowledge. This means that IA and UX practitioners need to start thinking about the machine implications of the way they structure information on the web, and think ahead about the human implications for how search engines present their sites in response to searcher queries. Bearish SEO will present real, actionable methods for content providers, information architects and user experience designers to directly influence search engine discoverability. Need is an experience. It is a state of being. The goal for this presentation is to ensure that user experience professionals become an integral part of designing search experience.
Voice Search and Conversation Action Assistive Systems - Challenges & Opportu...Dawn Anderson MSc DigM
We are headed to the age of assistive task driven search where the user needs help to 'do' things as well as learn things. Smart speakers, mobile phones, assistive systems and conversational search and action devices are where the buck is headed for now. Where are we at in this wave? What are the challenges? What are the opportunities right now? Here we look at some of the ways we can start to prepare our tactics and strategy to be pioneering search marketers with conversation search and conversation action.
The Iceberg Approach - Power from what lies beneath in SEO for a mobile-first...Dawn Anderson MSc DigM
In a mobile-first world, with time-poor users, research crazy and mainly browsing with one eye and one hand, we need to consider a few new approaches to SEO. Information overload is all around. We need to think about how we can maintain relevance with less in some cases. We need to consider the Iceberg Theory and simultaneously consider the Iceberg Syndrome as well as placement position in user view for content and links
How is mobile technology and search engine tuning evolving to meet the needs of users? Here we look at recent developments in research, implementations by search engines, and how to look at reach users can adapt their strategies to take into account these next-level changes.
Talk from Tech SEO Boost 2019 by Dawn Anderson on the move to the just in time predictive personalised search experience for search engines and users. Exploring recommender systems, collaborative filtering, temporal and location based queries and the rise of predictive, personal dynamic search. Exploring the work of information retrieval researchers and Google Discover.
Presented at EuroIA17, September 2017; World IA Day NYC, February 2017; Interact, October 2016 (London, UK); earlier versions in 2014 at UXPA Boston (Boston, MA, USA); in 2013 at Interaction S.A. (Recife, Brasil), Intuit (Mountain View, CA, USA), Designers + Geeks (New York, USA); in 2012 at UX Russia (Moscow, Russia), UX Hong Kong (Hong Kong, China), WebVisions NYC (New York, NY, USA); in 2011 at the IA Summit (Denver, CO, USA), UX-LX (Lisbon, Portugal), Love at First Website (Portland, OR, USA).
This is something of a successor to my talk "Marrying Web Analytics and User Experience" (http://is.gd/vK34zS)
Bearish SEO: Defining the User Experience for Google’s Panda Search LandscapeMarianne Sweeny
The search sun shifted in March 2011 when Google started rolling out the beginning of the Panda update. Instead of using the famous PageRank, a link-based relevance calculation, Panda rests on a machine interpretation of user experience to decide which sites are most relevant to a searchers quest for knowledge. This means that IA and UX practitioners need to start thinking about the machine implications of the way they structure information on the web, and think ahead about the human implications for how search engines present their sites in response to searcher queries. Bearish SEO will present real, actionable methods for content providers, information architects and user experience designers to directly influence search engine discoverability. Need is an experience. It is a state of being. The goal for this presentation is to ensure that user experience professionals become an integral part of designing search experience.
Workshop presented at Webdagene 2013 (http://webdagene.no/en/) September 9, 2013; UX Lisbon (http://www.ux-lx.com), May 12, 2011; UX Hong Kong (http://www.uxhongkong.com/), February 17, 2011.
SearchLove San Diego 2017 | Will Critchlow | Knowing Ranking Factors Won't Be...Distilled
Under Sundar Pichai, Google is doubling down on machine learning and artificial intelligence, and they're not the only ones. The impact of the robot revolution will not be limited to the ranking of search results, and the impacts on the job market are the subject of endless speculation. Will has been researching the parts of our digital marketing jobs that computers can do better than we can. In this talk, he'll explore the boundaries of human and computer capabilities and show you how to combine the strengths of both.
Jason Barnard — Structured Data for the Knowledge PanelSemrush
These slides were presented at the SEMrush webinar "Structured Data for the Knowledge Panel". Video replay and transcript are available at https://www.semrush.com/webinars/structured-data-for-the-knowledge-panel/
One of the biggest challenges in the data age is overcoming the problematic belief that data has all the answers. The truth is – data is a resource, not a solution. In order to extract valuable and actionable insights, it is necessary to ask and re-ask certain questions. This talk is about figuring out what these questions are and exposes some of the limitations of common, and seemingly intuitive, approaches to data problems. As an alternative, I introduce the concept of using human-centered design principles and an iterative process to approach what you do with Big (and small) Data. As exemplars, I will walk-through a quick informal example and a real Datascope client project to highlight the flexibility and speed of these techniques.
Increase Conversions and Rankings with User Experience (SEM Summit 2016)Mary Davies
User Experience is an increasingly important piece of your online presence. Learn about ways to increase your conversions, decrease your bounce rate and appeal to Google by improving your user experience. We will cover the “what to do’s” the “what not to do’s” and the “why’s” to help get you on your way.
Presented By: Mary Davies
Effective Use of Google
by Chheda Sanjay Visanji
at CVOCA Association
at Dadar East CPE Study Circle of WIRC of ICAI
at KVO CA's Wives Forum
at The Chamber of Tax Consultants
at Goregaon CPE Study Circle of WIRC of ICAI
at Mulund CPE Study Circle of WIRC of ICAI
at Kandivali CPE Study Circle of WIRC of ICAI
JB Nagar
jbnagarcpe@gmail.com
Maheshwari Pragati Mandal
www.mumbaimaheshwari.com
The 5 Levels of Talent Mining from SourceCon 2010 DCGlen Cathey
My SourceCon 2010 DC Keynote at the International Spy Museum on the 5 Levels of Talent Mining. I explore the value of human capital data, how talent mining has significant advantages over the predictive control of candidate variables when compared to other methods of sourcing candidates, and what I believe to be the future of sourcing, which is Talent Intelligence and Analytics.
How Just a Little Data Analysis Can Improve your ContentJoe Pairman
Slides from a webinar given on February 5th, 2013, organized by Comtech Services (http://comtech-serv.com/ ). Abstract as follows:
In the past, it was often difficult for information development teams to obtain quantitative data on how their content was used. In recent years, with the spread of online content delivery, it has become easier to obtain such data. Now, the challenge is how to interpret it in order to make content more effective.
In this webinar, Joe Pairman from HTC's User Education team will show how content usage data, ratings by users, and search query records can:
• Indicate appropriate vocabulary
• Contribute to taxonomy development
• Suggest areas of focus for content improvements
• Help to answer specific questions about designing effective content
What? How? Why? Building Query Personas to Power Your Content StrategyGrant Simmons
Forget keywords as singular elements of search, and follow Google & savvy search marketers as they dig deeper into user intent and leverage questions (and answers) as core to their content strategy!
Sparkle-ize it Talk and Workshop from The Sum ConferenceDesignMap
Every Designer has had the experience at one point or another of having someone draw something for them, and ask them to take it and make it look good.
This happens for one (or many) of several reasons:
• They don't have time to think about or discuss alternatives
• They think it's the best solution
• They think you have little to offer besides making tarting up their idea ("Make it sparkly")
Too often, people assume point #3, get insulted, but sparkle-ize it anyway. It's demoralizing and often results in sub-par work (it is at least not as good as it could be). This happens in other contexts too: Actors get told how to say their lines (the dreaded “line reading”). Writers are asked to “just write [my idea] up”. Designers tell Engineers how they should implement what's designed. Most of us are guilty of assuming #3 at some point, whatever our role is.
This talk is about how to "reverse out" design thinking. How to look at a napkin drawing and work with the person who drew it to understand what their goals were when they made it, and to propose alternative solutions.
Conversely, if you think in solutions and can't help handing scribbles on napkins to your colleagues, it's about how to back out your own thought process and get more and better contributions from your colleagues.
Either way, it's about better solutions.
How to Optimize for Conversational Search #SMXLondonAleyda Solís
How can you optimize your content for voice or conversational search? Take a look at actionable steps to not only identify queries opportunities but to optimize and expand your content to become the google assistant answer.
Sound, Search, and Semantics: How Form Follows FunctionUpasna Gautam
It’s not breaking news that voice search is the emerging technology of greatest interest, but what hasn’t been demystified is how it works. This session will uncover how the algorithm functions at a structural level by dissecting Google’s Automatic Speech Recognition, Google's Quality Metrics for voice search, and deciphering the nuances of the spoken word as they apply to semantic search.
Sound, Search, and Semantics: How Form Follows FunctionUpasna Gautam
It’s not breaking news that voice search is the emerging technology of greatest interest, but what hasn’t been demystified is how it works. This session uncovers how the algorithm functions at a structural level by dissecting how Automatic Speech Recognition (ASR), fueled by deep learning neural networking, powers applications like speech transcription and voice search. This session will also uncover and analyze Google's Quality Metrics for voice search, and how those metrics are used to decipher the nuances of the spoken word as they apply to search.
Sound, Search, and Semantics: How Form Follows FunctionUpasna Gautam
It’s not breaking news that voice search is the emerging technology of greatest interest, but what hasn’t been demystified is how it works. This session will uncover how the algorithm functions at a structural level by dissecting Google’s Automatic Speech Recognition, Google's Quality Metrics for voice search, and deciphering the nuances of the spoken word as they apply to semantic search.
UX Field Research Basics talk, shared at Drupaldelphia, May 2019
For more information on Collaborative Improv check out https://collaborativeimprov.com
Applying Digital Ethology to Content StrategyRhea Drysdale
A look at how digital marketers can break free from the traditional keyword research process and embrace your unique position as digital ethologists. Digital marketers, and SEOs in particular, are the keepers of an incredible amount of information about human behavior. You have the tools and knowledge to deconstruct motivations, actions, and patterns of behavior that drive the research and purchase process. When you start with questions and natural observation, you're better positioned to perform in search and social. More important, if you take the time to quantitatively collect and document this data, you can help inform almost every part of an organization, especially content strategy.
How many times have we heard that something is 'the future of search’? Far too often, and most of the time this is just hot air.
Voice search, however, isn’t the future; it’s already here. Technology has moved on sufficiently in the last few years to make voice search more viable for users, and crucially more accurate too, so Pat will be digging into how voice search works and why it should be taken seriously. And, this will all come from the perspective of someone who has never used voice search in his life...
Google is using Large Language Models and Machine Learning in the algorithms that rank your sites and show them to users.
This talk will help you better understand from BERT to Rank Brain to Neural Matching and SGE, how they work, and what you should do about it.
Workshop presented at Webdagene 2013 (http://webdagene.no/en/) September 9, 2013; UX Lisbon (http://www.ux-lx.com), May 12, 2011; UX Hong Kong (http://www.uxhongkong.com/), February 17, 2011.
SearchLove San Diego 2017 | Will Critchlow | Knowing Ranking Factors Won't Be...Distilled
Under Sundar Pichai, Google is doubling down on machine learning and artificial intelligence, and they're not the only ones. The impact of the robot revolution will not be limited to the ranking of search results, and the impacts on the job market are the subject of endless speculation. Will has been researching the parts of our digital marketing jobs that computers can do better than we can. In this talk, he'll explore the boundaries of human and computer capabilities and show you how to combine the strengths of both.
Jason Barnard — Structured Data for the Knowledge PanelSemrush
These slides were presented at the SEMrush webinar "Structured Data for the Knowledge Panel". Video replay and transcript are available at https://www.semrush.com/webinars/structured-data-for-the-knowledge-panel/
One of the biggest challenges in the data age is overcoming the problematic belief that data has all the answers. The truth is – data is a resource, not a solution. In order to extract valuable and actionable insights, it is necessary to ask and re-ask certain questions. This talk is about figuring out what these questions are and exposes some of the limitations of common, and seemingly intuitive, approaches to data problems. As an alternative, I introduce the concept of using human-centered design principles and an iterative process to approach what you do with Big (and small) Data. As exemplars, I will walk-through a quick informal example and a real Datascope client project to highlight the flexibility and speed of these techniques.
Increase Conversions and Rankings with User Experience (SEM Summit 2016)Mary Davies
User Experience is an increasingly important piece of your online presence. Learn about ways to increase your conversions, decrease your bounce rate and appeal to Google by improving your user experience. We will cover the “what to do’s” the “what not to do’s” and the “why’s” to help get you on your way.
Presented By: Mary Davies
Effective Use of Google
by Chheda Sanjay Visanji
at CVOCA Association
at Dadar East CPE Study Circle of WIRC of ICAI
at KVO CA's Wives Forum
at The Chamber of Tax Consultants
at Goregaon CPE Study Circle of WIRC of ICAI
at Mulund CPE Study Circle of WIRC of ICAI
at Kandivali CPE Study Circle of WIRC of ICAI
JB Nagar
jbnagarcpe@gmail.com
Maheshwari Pragati Mandal
www.mumbaimaheshwari.com
The 5 Levels of Talent Mining from SourceCon 2010 DCGlen Cathey
My SourceCon 2010 DC Keynote at the International Spy Museum on the 5 Levels of Talent Mining. I explore the value of human capital data, how talent mining has significant advantages over the predictive control of candidate variables when compared to other methods of sourcing candidates, and what I believe to be the future of sourcing, which is Talent Intelligence and Analytics.
How Just a Little Data Analysis Can Improve your ContentJoe Pairman
Slides from a webinar given on February 5th, 2013, organized by Comtech Services (http://comtech-serv.com/ ). Abstract as follows:
In the past, it was often difficult for information development teams to obtain quantitative data on how their content was used. In recent years, with the spread of online content delivery, it has become easier to obtain such data. Now, the challenge is how to interpret it in order to make content more effective.
In this webinar, Joe Pairman from HTC's User Education team will show how content usage data, ratings by users, and search query records can:
• Indicate appropriate vocabulary
• Contribute to taxonomy development
• Suggest areas of focus for content improvements
• Help to answer specific questions about designing effective content
What? How? Why? Building Query Personas to Power Your Content StrategyGrant Simmons
Forget keywords as singular elements of search, and follow Google & savvy search marketers as they dig deeper into user intent and leverage questions (and answers) as core to their content strategy!
Sparkle-ize it Talk and Workshop from The Sum ConferenceDesignMap
Every Designer has had the experience at one point or another of having someone draw something for them, and ask them to take it and make it look good.
This happens for one (or many) of several reasons:
• They don't have time to think about or discuss alternatives
• They think it's the best solution
• They think you have little to offer besides making tarting up their idea ("Make it sparkly")
Too often, people assume point #3, get insulted, but sparkle-ize it anyway. It's demoralizing and often results in sub-par work (it is at least not as good as it could be). This happens in other contexts too: Actors get told how to say their lines (the dreaded “line reading”). Writers are asked to “just write [my idea] up”. Designers tell Engineers how they should implement what's designed. Most of us are guilty of assuming #3 at some point, whatever our role is.
This talk is about how to "reverse out" design thinking. How to look at a napkin drawing and work with the person who drew it to understand what their goals were when they made it, and to propose alternative solutions.
Conversely, if you think in solutions and can't help handing scribbles on napkins to your colleagues, it's about how to back out your own thought process and get more and better contributions from your colleagues.
Either way, it's about better solutions.
How to Optimize for Conversational Search #SMXLondonAleyda Solís
How can you optimize your content for voice or conversational search? Take a look at actionable steps to not only identify queries opportunities but to optimize and expand your content to become the google assistant answer.
Sound, Search, and Semantics: How Form Follows FunctionUpasna Gautam
It’s not breaking news that voice search is the emerging technology of greatest interest, but what hasn’t been demystified is how it works. This session will uncover how the algorithm functions at a structural level by dissecting Google’s Automatic Speech Recognition, Google's Quality Metrics for voice search, and deciphering the nuances of the spoken word as they apply to semantic search.
Sound, Search, and Semantics: How Form Follows FunctionUpasna Gautam
It’s not breaking news that voice search is the emerging technology of greatest interest, but what hasn’t been demystified is how it works. This session uncovers how the algorithm functions at a structural level by dissecting how Automatic Speech Recognition (ASR), fueled by deep learning neural networking, powers applications like speech transcription and voice search. This session will also uncover and analyze Google's Quality Metrics for voice search, and how those metrics are used to decipher the nuances of the spoken word as they apply to search.
Sound, Search, and Semantics: How Form Follows FunctionUpasna Gautam
It’s not breaking news that voice search is the emerging technology of greatest interest, but what hasn’t been demystified is how it works. This session will uncover how the algorithm functions at a structural level by dissecting Google’s Automatic Speech Recognition, Google's Quality Metrics for voice search, and deciphering the nuances of the spoken word as they apply to semantic search.
UX Field Research Basics talk, shared at Drupaldelphia, May 2019
For more information on Collaborative Improv check out https://collaborativeimprov.com
Applying Digital Ethology to Content StrategyRhea Drysdale
A look at how digital marketers can break free from the traditional keyword research process and embrace your unique position as digital ethologists. Digital marketers, and SEOs in particular, are the keepers of an incredible amount of information about human behavior. You have the tools and knowledge to deconstruct motivations, actions, and patterns of behavior that drive the research and purchase process. When you start with questions and natural observation, you're better positioned to perform in search and social. More important, if you take the time to quantitatively collect and document this data, you can help inform almost every part of an organization, especially content strategy.
How many times have we heard that something is 'the future of search’? Far too often, and most of the time this is just hot air.
Voice search, however, isn’t the future; it’s already here. Technology has moved on sufficiently in the last few years to make voice search more viable for users, and crucially more accurate too, so Pat will be digging into how voice search works and why it should be taken seriously. And, this will all come from the perspective of someone who has never used voice search in his life...
Google is using Large Language Models and Machine Learning in the algorithms that rank your sites and show them to users.
This talk will help you better understand from BERT to Rank Brain to Neural Matching and SGE, how they work, and what you should do about it.
Conductor C3 2019 - A Sound Advantage: How Voice Search Works & Works For YouConductor
Upasna Gautam, Manager, Search, Ziff Davis
Become fluent in voice search form, function, and success. Learn how Google processes sound and conducts speech modeling; the four voice search quality metrics Google applies; and how to enhance your own strategy with tactics for targeting content by searcher need states.
BrightonSEO 2019 - Mining the SERP for SEO, Content & Customer InsightsRory Truesdale
Find out how you can use Python to analyse the language of the SERPs for valuable insights on what your customers want and how this can be applied to improve the performance of your SEO campaign.
Human quality raters have been the mainstay of search engine evaluation for decades but a sea-change is on its way due to the need for scale as machine learning and demand evolves.
Life of An SEO - Surfing The Waves of Googles Many Algorithmic UpdatesDawn Anderson MSc DigM
the life of an SEO is never boring. Search is always changing and subsequently Google's algorithms are updated to reflect changing search behaviours and to combat the actions of bad actors / spam in the search engine results pages. We look at past algorithms, the many types of algorithms and identify how you can ascertain whether you've been impacted by an algorithmic update and how to remedy / recover
Natural Semantic SEO - Surfacing Walnuts in Densely Represented, Every Increa...Dawn Anderson MSc DigM
Structured data accounts for only a small part of the web and the problem grows as the volume of the online content grows. Schema markup is a drop in the ocean to help with this. However, things are being addressed in the natural language research space in the form of dense retrieval and other developments such as Sentence BERT and FAISS. Utilising heuristics such as umbrellas and sidecar pages will help to send clues and assist with ensuring search engines rank the right pages from your sites for SEO
Whilst passage indexing may seem like a small tweak to search ranking, it is potentially much more symptomatic of the beginning of a fundamental shift in the way that search engines understand unstructured content, determine relevance in natural language, and rank efficiently and effectively.
It could also be a means of assessing overall quality of content and a means of dynamic index pruning. We will look at the landscape, and also provide some takeaways for brands and business owners looking to improve quality in unstructured content overall in this fast changing landscape.
Zipfs Law & Zipfian Distribution in SEO - Pubcon Virtual Fall 2020 - Dawn And...Dawn Anderson MSc DigM
Zipf's Law is prevalent throughout many forms of data and that includes the internet at large and within sectors of the internet, websites and web pages plus linguistics. How does this impact SEO if at all?
What is BERT? It is Google's neural network-based technique for natural language processing (NLP) pre-training. BERT stands for Bidirectional Encoder Representations from Transformers. It was opened-sourced last year and written about in more detail on the Google AI blog. In this presentation we look at what Google BERT means for SEOs and marketers and how Google BERT is and will continue to impact the search landscape. We also look at the back story to Google BERT, including transformers and natural language understanding and computational linguistics.
Google BERT is many things, including the name of a Google Search algorithm update. There is lots of confusion as to what Google BERT is, where it has come from and what SEOs and marketers need to do about it (if anything). Here we look at the solutions the introduction of Google BERT by Google seeks to provide and explore the background to natural language processing and computational linguistics.
Disambiguating Equiprobability in SEO Dawn Anderson Friends of Search 2020Dawn Anderson MSc DigM
Connecting the probable dots in content and data can help significantly and improve your search strategy. Ambiguity in SEO comes in many form too, going beyond content and into entities and locations. This talk touches on some of the areas where ambiguity can impact and hinder your performance
Connecting The Worlds of Information Retrieval & SEO - Search solutions 2019 ...Dawn Anderson MSc DigM
The worlds of information retrieval and SEO are very connected and each benefits from the other as the amount of content and unstructured data on the web grows. Here I look at my experiences over the past few years of following both the IR and SEO worlds
It's very easy to get started too quickly in SEO for a new website and not plan properly using a framework to improve probability of success. Here we look at the SOSTAC framework for a new site and explore some traditional strategic models and marketing frameworks to employ in an SEO capacity for a dog friendly website in the UK territory. Expect SOSTAC, Porters 5 Forces, Ansoff Matrix, 5S's, 8P's and more
Google BERT and Family and the Natural Language Understanding Leaderboard RaceDawn Anderson MSc DigM
Natural Language Understanding and Word Sense Disambiguation remains one of the prevailing challenges for both conversational and written word. Natural language understanding attempts to untangle the 'hot mess' of words between more structured data in content, but the challenge is not trivial, since there is so much polysemy in language. Some recent developments in machine learning have seen significant leaps forward in understanding more clearly the context (and therefore user intent and informational need at time of query). Here we will explore these developments, and some of their implementations and seek to understand what this means for search strategists and the brands they support both now and into the future.
Natural Language Processing and Search Intent Understanding C3 Conductor 2019...Dawn Anderson MSc DigM
This talk looks at the ways in which search engines are evolving to understand further the nuance of linguistics in natural language processing and in understanding searcher intent.
As the volume of content continues to grow exponentially helping search engines to understand context and the topical themes within your site is increasingly important. Understanding some of the concepts are covered and also ways to utilise these in your marketing strategy.
In an information economy where users are time poor and research hungry we need to take a mobile first approach to meet the needs of both users and search engines looking to align users informational needs with relevant search results. With limited space and a now mobile-first index how can we align our SEO strategy with this?
The changing search landscape calls for different approaches to user needs, including context, intent and device considerations. Here we take a look at ways to keep working to keep your ecommerce site well positioned for strong transactional and informational queries in the moments that matter to shoppers online.
Mobile-first goes beyond simply indexing in a search engine. It has several meanings, which traverse user-behaviour, web design, adoption in different territories, adoption amongst user segments, adoption in different verticals. We need to be aware of these fundamentals changes in search behaviour and adapt quickly.
Here we take a look at server log file analysis for SEO and explore not only the benefits but also the process of finding, gathering, shipping and analysing user agent logs
A few of the recent findings we discovered whilst working on an SEO beast which cover crawling, server log file analysis, site speed optimization and database optimizations. Technical SEO insights
Cruft busting technical debt code smell and refactoring for seo - state of ...Dawn Anderson MSc DigM
Things can add up over time when you migrate sites or have many legacy domains, subdomains and old code in a website. Signs of poor quality add up as incremental crawling never stops. This is akin to SEO technical debt which you need to repay to regain good site health and positive quality signals. You can't repay the debt all at once, but in iterative incremental steps over time.
Duplicate content continues to confuse many of us. Part of the problem is there are different types of duplicate content which may be treated differently by search engines. There are different ways to deal with this in your SEO and content marketing strategy. It's important to be careful when removing content to ensure you're not shooting yourself in the foot. Instead of remove, try to improve or regroup content which is being triggered for the same query class / cluster and may be diluting. Change the emphasis and make something of added value for users. Consider query and category agnostic filtering versus content which is considered at query run-time auction in search results.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Voice Search Challenges For Search and Information Retrieval and SEO
1. #SMX #32A @dawnieando
…And how you can overcome some of them
SOME CURRENT
CHALLENGES WITH
VOICE &
CONVERSATIONAL
SEARCH
2. #SMX #32A @dawnieando
Who is Dawn Anderson?
• From rainy Manchester, UK
• A bit of a ‘pracademic’ (hybrid of academic and
practitioner)
• International SEO consultant
• Move It Marketing
• I lecture on search and digital marketing strategy
• But I mostly ‘do’ SEO
• 11 years in SEO now
• Googlebot hunter ;P ;P
• Consulting with brands, in-‐house teams and start-‐
ups
• My pomeranian Bert is often featured in tweets
and posts ;P ;P
9. #SMX #32A @dawnieando
What does a good result look like?
SPOILER
• Meets informational needs
• In short answers (as applicable)
• Or the answer is at the beginning
of the paragraph or result
• Grammatically correct
(syntactically well-formed)
• No spelling mistakes
• With accurate pronunciation
11. #SMX #32A @dawnieando
• [Skip]
• [play mumford and sons reminder] -‐ Action Response: Set a
Reminder Time: Please specify a time Fails to Meet The user
wanted to play a specific song, and the device instead set a
reminder. No users would be satisfied with this response.
Bad Result - Confusion between ‘actions’ & ‘queries’
12. #SMX #32A @dawnieando
Who knows how many times Google Home cannot help?
• Only Google knows
• But they aren’t
sharing
• Search engine
embarrassment?
17. #SMX #32A @dawnieando
§ One shot at the answer
§ Berrypicking ‘evolving search’ may
not apply so easily
§ Does not benefit from query
refinement and user feedback as
desktop SERPs do
– May be why there are still many
unanswered queries
Better Ranking Is Needed As The User Focuses On A
Single Result
18. #SMX #32A @dawnieando
Accurate spelling and grammar matter a lot in voice search
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Query diversity ‘clusters’
in keyboard ‘evolving’
user search
19. #SMX #32A @dawnieando
Accurate spelling and grammar matter a lot in voice search
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Query refinement (via
user feedback) is not
possible with voice
search
20. #SMX #32A @dawnieando
#SMXInsights
§ No query expansion or relaxation
– Precision more important than recall
– Because there can be only one (or 2)
21. #SMX #32A @dawnieando
Accurate spelling and grammar matter a lot in voice search
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Precision > Recall in voice
search
Accuracy > Diversity
23. #SMX #32A @dawnieando
“There is no re-‐ordering in
voice search – no
paraphrasing – just
extraction and
compression.”
(Alfonseca, 2017,
ESSIR2017)
24. #SMX #32A @dawnieando
Example of classic IR teaching query interpretation system
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25. #SMX #32A @dawnieando
#SMXInsights
§ No paraphrasing with conversational search
– Paraphrasing likely needs full understanding
of query & intent to reformulate
26. #SMX #32A @dawnieando
• The knowledge base is checked first
• Then the web is checked to ‘fill in gaps’
• Taking from the messy unstructured
data of web pages
Knowledge base first,
web text second
27. #SMX #32A @dawnieando
• Structured data (tables and data stored in databases)
• Semi-‐structured data (XML, JSON, meta headings [h1-‐h6])
• Semantically-‐enriched data (marked up schema, entities)
• Unstuctured data (normal web text copy)
• The web is messy and noisy
• Unstructured data is difficult to make sense of (no topical
strength)
The different types of data & the problem with
unstructured data
29. #SMX #32A @dawnieando
• Adds meaning
• Disambiguates
• Adds structure
• Helps with context
• The web is noisy
• Unstructured data is voluminous
Structured Data is very,
very useful here
31. #SMX #32A @dawnieando
Share these #SMXInsights on your social channels!
#SMXInsights
§ Tables are problematic for voice search
– Support tabular data with well formed
paragraphs and sentences
32. #SMX #32A @dawnieando
• What may be good for featured
snippets (tabular data) may not be
good for voice search
• You may need additional strategy
for voice search & tabular data in
featured snippets
• Pete Myers from Moz found only
30% voice search results on Google
Home came from tables in featured
snippets (Image credit: Pete Myers,
Moz)
Tables are currently problematic
33. #SMX #32A @dawnieando
CONFIRMED BY:
• Google’s Enrique Alfonseca (2017)
• Microsoft’s Harry Shum (2018)
• Conversational contextual search is difficult
Multi-turn conversations are still challenging
34. #SMX #32A @dawnieando
• (“anaphoric” is referring
upward to previously
mentioned words)
• Resolution means trying to
understand what it was
which is referred to in those
previously mentioned words
Anaphoric
Resolution
35. #SMX #32A @dawnieando
• (“cataphoric” is referring
downward to subsequent
words)
• Resolution means trying to
understand what it is which is
referred to in those
subsequent words
Cataphoric
Resolution
36. #SMX #32A @dawnieando
Likely relates to anaphoric (likely) & cataphoric (far less likely)
resolution
Pronouns seem still
Problematic
47. #SMX #32A @dawnieando
money cash 9.08
money currency 9.04
football soccer 9.03
magician wizard 9.02
gem jewel 8.96
car automobile 8.94
boy lad 8.83
furnace stove 8.79
Maradona football 8.62
king queen 8.58
money bank 8.5
Jerusalem Israel 8.46
vodka gin 8.46
planet star 8.45
money dollar 8.42
vodka brandy 8.13
bank money 8.12
physics proton 8.12
planet galaxy 8.11
stock market 8.08
psychology psychiatry 8.08
planet moon 8.08
planet constellation 8.06
planet sun 8.02
tiger feline 8
planet astronomer 7.94
movie theater 7.92
planet space 7.92
baby mother 7.85
wood forest 7.73
money deposit 7.73
psychology mind 7.69
Jerusalem Palestinian 7.65
Arafat terror 7.65
computer keyboard 7.62
computer internet 7.58
money property 7.57
tennis racket 7.56
psychology cognition 7.48
book paper 7.46
book library 7.46
media radio 7.42
psychology depression 7.42
jaguar cat 7.42
movie star 7.38
bird crane 7.38
tiger cat 7.35
physics chemistry 7.35
money possession 7.29
jaguar car 7.27
cup drink 7.25
psychology health 7.23
bird cock 7.1
company stock 7.08
tiger carnivore 7.08
WordSimilarity353 Test Collection
48. #SMX #32A @dawnieando
#SMXInsights
§ Secondary or 3-way strategy may be
needed
– Add a TL:DR
– Or an executive summary
– Or Q & A based table of contents
– Or a ‘Short Answer’ then ‘Longer Answer’
49. #SMX #32A @dawnieando
#SMXInsights
§ Mine forums, customer service, chat &
emails
– Build word clouds to provide answers to
topics which matter to your audience
50. #SMX #32A @dawnieando
Accurate spelling and grammar matter a lot in voice search
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Soundex, Metaphone or
similar ’misspelling’
algorithms may not apply
to voice search
52. #SMX #32A @dawnieando
• WordSimilarity353 Test Collection -‐http://www.cs.technion.ac.il/~gabr/resources/data/wordsim353/
• Miller, G.A. and Charles, W.G., 1991. Contextual correlates of semantic similarity. Language and
cognitive processes, 6(1), pp.1-‐28.
• Linkedin Harry Shum. 2018. From Search to Research. [ONLINE] Available
at: https://www.linkedin.com/pulse/from-‐search-‐research-‐harry-‐shum/. [Accessed 22 February 2018].
• Coreference Resolution -‐ The Stanford Natural Language Processing Group. 2018. The Stanford Natural
Language Processing Group. [ONLINE] Available at: https://nlp.stanford.edu/projects/coref.shtml.
[Accessed 19 February 2018].
Sources & References
54. #SMX #32A @dawnieando
EXAMPLES
• Look at Wikipedia Redirects
• Alternative names redirect to the most appropriate article
title (for example, Edison Arantes do Nascimento redirects
to Pelé) (Wikipedia)
• SPARQL and DBPedia identifies many variations
• (Beethoven example)
• https://dbpedia.org/sparql
• https://en.wikipedia.org/wiki/Wikipedia:Redirect
Terms can have many ‘surface forms’
55. #SMX #32A @dawnieando
” It is concluded…the more often two words
can be substituted into the same contexts the
more similar in meaning they are judged to
be.”
(Miller & Charles,1991)
56. #SMX #32A @dawnieando
Accurate spelling and grammar matter a lot in voice search
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Difficult to deal with
‘query ambiguity’
Result ‘diversity’
assists with query
ambiguity in desktop
or non-‐voice results
57. #SMX #32A @dawnieando
Accurate spelling and grammar matter a lot in voice search
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Page Length
‘Normalization’ may not
apply as with traditional
results??
(Me musing)
58. #SMX #32A @dawnieando
Long numbers should be rounded
§ 60,999,888.999999999
– It reads terribly
– Needs to be rounded
59. #SMX #32A @dawnieando
• First checks whether the next ‘turn’ of question relates to
the previous question
• Using LSTMs (Long Short Term Memory)
• Bi-‐directional context embedding
• Query and its context are both used as input
Conversational Context & Microsoft
60. #SMX #32A @dawnieando
Katja Filippova – Google Research Team
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